Template Variables
Template variables (also called merge tags) let you write one email template that automatically personalizes for every client. Instead of typing each client's name, session date, and invoice amount manually, variables pull that data in for you.
How Variables Work
Variables are placeholder tags wrapped in double curly braces. When creavio sends the email, each variable is replaced with the actual data for that client. For example:
"Hi {{client_first_name}}, your gallery from our {{session_type}} session on {{session_date}} is ready!"
Becomes: "Hi Sarah, your gallery from our engagement session on March 15, 2026 is ready!"
Available Variables
Client variables:
- {{client_first_name}} — Client's first name
- {{client_last_name}} — Client's last name
- {{client_full_name}} — Full name
- {{client_email}} — Email address
- {{client_phone}} — Phone number
Session variables:
- {{session_type}} — Type of session (wedding, portrait, etc.)
- {{session_date}} — Formatted session date
- {{session_time}} — Session start time
- {{session_location}} — Location name or address
Financial variables:
- {{invoice_total}} — Invoice total amount
- {{amount_due}} — Remaining balance
- {{payment_due_date}} — Next payment deadline
- {{package_name}} — Name of the booked package
Business variables:
- {{business_name}} — Your studio name
- {{photographer_name}} — Your name
- {{booking_link}} — Link to your booking page
- {{gallery_link}} — Link to the client's gallery
Using Variables in Templates
When composing an email template, click the Insert Variable button to see all available variables. Click any variable to insert it at your cursor position. This prevents typos in variable names.
Fallback Values
If a variable has no data (e.g., no phone number on file), creavio uses a fallback. Set fallbacks by adding a pipe: {{client_first_name|Friend}}. If the first name is missing, "Friend" is used instead.
Always preview your templates with the Send Test button before using them in workflows. This shows you exactly how the email will look with real data populated.